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They announced: "We have immediately asked relevant government departments to investigate those that started the rumour." Relevant government departments? But how enchanting to find Nike speaking like the foreign office of an independent republic, almost as if the sportswear firm has an extradition treaty with the Chinese government. It hasn't, of course, so the rather more salient question is whether Nike has any qualms about getting the famously gossamer-touched Chinese government to leave no stone unturned in the hunt for - and let's keep stressing it - an anonymous internet poster."We want to act to protect our brand reputation in the same way as any corporation would want to if people were posting or writing false accusations," the Nike spokesman Charlie Brooks told the Guardian yesterday. "This isn't about a debate on freedom of speech. It's simply helping us to identify the person who posted it."

“打破定律，你能比你快”这句广告语深入人心，甚至成了教练孙海平训练刘翔和刘翔自我激励的口号，赛前赛后被大量媒体甚至官员引用，耐克品牌的“势能”也自然被推到一个理想高地。

广告的定义超越了单纯的民族主义思想，却不流俗于简单的国际主义，它是民族主义向国际主义的勇敢跨越，这似乎迎合了中国人民的感情，因为中国正在经历“在全世界和平崛起”。毫无疑问，刘翔广告代表了耐克在中国本土市场营销传播的突破，打破了李宁在本土的的民族情感堡垒和阿迪达斯在国际市场的夹击。

“定律1.亚洲人肌肉爆发力不够？”

即在当代社会，如果没有独立媒体的存在，发展所有和创意相关的事情都是扯淡，而创意几乎是所有事情的基础。媒体的应该做的就是捕风捉影，去嗅探所有怪异的事情的苗头，给人看不同的东西，无论正确也好错误也好刻薄也好偏颇也好，这样这个世界才会变得有趣

创意的本性在于打破规矩，甚至做一些危险的事情。而我们很遗憾没有这个条件，从唱歌到做实验到开工厂都是一样的。这样的制度出来的就是给Nike做鞋的血汗工厂，在夜场里每场五百块的跑场歌手，以及无数垃圾论文。